Investigating the Strength of Affectively and Cognitively Based Attitudes

Ineke Uyttersprot, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Maggie Geuens, Ghent University and Vlerick Leuven Gent Management School, Belgium
Affectively based attitudes are often said to be stronger than cognitively based attitudes, supported by evidence indicating that affective attitudes are more accessible than cognitive attitudes. We argue that in terms of two other strength-related dimensions, certainty and knowledge, attitudes based on cognitive beliefs can be perceived as stronger than attitudes based on emotions.
[ to cite ]:
Ineke Uyttersprot, Iris Vermeir, and Maggie Geuens (2011) ,"Investigating the Strength of Affectively and Cognitively Based Attitudes", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.